Google Analytics: understanding the data correctly

Main points of the webinar:
1) Introduction of Google Analytics, understanding the data correctly: goals, e-commerce, principal metrics (visits/pageviews, sources of traffic), webmaster tools integration
2) Google Analytics advanced segments setting, and Top 8 of the most useful custom reports and how to set them:

7.
Google Analytics is a powerful tool which
shows you what is working on your website
and what is not. It helps you optimize your
marketing efforts and maximize the
revenue.
Why do we need Google Analytics?

8.
Adjust Google Analytics to your business
goals.
How to make the most of Google
Analytics data?

9.
A goal is a critical event for your
business which occurs on the website
during the visit and helps you generate
income
What are goals in Google Analytics?

16.
Match type
• Regular expressions give the most flexibility,
but they are rather for advanced Google
Analytics users.
• Read Google’s regular expressions guide to
learn how to make the use of them.

17.
Google Analytics will keep an eye on
visit duration. If the visitor stays on
website above or below time you
specified, a conversion is reported.
Time on site goal

18.
Time on site goal
Time on site goal is ideal for customer support
websites which want the user finds the answer as
fast as possible – “less than” time on site goal
or
large content websites which target is the
maximum user engagement - “more than” time
on site goal

19.
Pages per visit goal
Pages per visit goal tracks the number of pages
the visitor views per one visit. When the number
of viewed pages reaches then threshold you
specified the conversions triggers
Pages per visit goal suits the best rich content
websites which objective for the user to view as
many content as possible

26.
Why ecommerce tracking is worth
to set up?
• Ecommerce tracking allows you to track
your business outcome
• With ecommerce tracking enabled you can
associate the revenue with a certain traffic
source and answer the question: “Who gets
the credit?”

34.
What if your website is non-ecommerce,
but you would like to track sales?
• Make little tweaks in Google Analytics code - set up
the constant value in the required fields and track
only the purchase amount

36.
Visits
• Visits are used to measure traffic volume
• Businesses are interested in receiving as high
number of target visits to the website as possible

37.
Visits
Measuring number of visits helps:
• understand how successful your online marketing
campaign is
• compare traffic volume of different periods of time
• find out whether your business is seasonal
• detect the most popular days of the week when
you receive the highest traffic volume

39.
Pageviews
• Pageview is an instance of a page being loaded by
a browser.
• The Pageviews metric is the total number of pages
viewed (repeated views of a single page are also
counted)

40.
Pageviews
The Pageview metric is important for two main
reasons:
o a pageview indicates the fact that Google
Analytics tracking code has been executed
on a web page
o it is used to measure website content
effectiveness and user engagement

52.
Referral traffic
By measuring referral traffic you can figure out:
o what websites send the most traffic to you
o at what landing pages users the most
frequently arrive
o how users interact with the page content and
whether it meets their needs

66.
Why are custom reports very useful for
your business?
• Custom report is a shortcut which helps
you get more actionable insight in less
time
• Custom reports adjust Google Analytics
data specifically to your business goals

68.
An issue with not provided segment
• If the user searching on Google is signed in to
any of Google service, their search is conducted
in a secure context, and thus the keywords with
which user arrives at your website are not
available.

69.
Not provided custom report detects landing
pages at which users from not provided
segment arrive
Benefits:
• you can get a clearer picture of user intent
• suggest the keywords which could have been used
to arrive at the certain page

75.
Branded vs. non-branded traffic
Branded vs. non-branded traffic report enables you
to exclude branded keywords from the list of
keywords
Benefits:
• you can see what unbranded keywords people use to
find your product or service online
• you can get more accurate data to analyze the
effectiveness of your online marketing campaign

79.
Visits with transaction report shows data for visits
during which goal conversion or purchase happened
Benefits:
• you can find out what kind of visits (region, language, browser,
screen resolution) convert the most on our website
• you can get an idea of users behavior pattern to see what
improvements should be done to the website to make such
visits convert again

84.
The most profitable sources of traffic report
shows which traffic sources generate the most
revenue for your business
Benefits:
• helps you understand what traffic resources give the
highest ROI and what sources are worth to invest more
in

88.
Funnel is a sequence of steps you expect the
user to take on the way to conversion.
Funnel visualization help see the conversion
path and steps on which users abandon the
conversion process
Benefits:
• helps you eliminate bottlenecks from the conversion
process and increase conversion rate

93.
Bounce rate is the percentage of visits that go
only one page before exiting a site
• Bounce rate is used to measure user engagement,
evaluate how much the website content is relevant to
the users needs
• Generally, a high bounce rate is considered to be a
negative sign. Visitor might leave the website because
of poor design, usability issues, or if they don’t find the
information they need

105.
404 errors report singles out the data about
404 traffic
Benefits:
• allows to see how frequently users run into non-existent
pages
• makes it possible to identify the sources of bad links
and fix them in order to improve user experience and
decrease bounces from website

106.
Setting up 404 errors report
Go to the website and check in the code 404 error page title

111.
Free SEO and CRO audit
We would like to invite all you to take a free 10-15 minutes
personalised webinar for a quick audit of your website and
marketing campaigns by Google certified experts.
- Quick usability audit of the existing site;
- Quick SEO audit and review of existing analytics;
- Audit of PPC campaigns;
- Technical audit;
- Best practices of conversion rate optimization.